Tanishq staff convey value propositions with in-store stories

Watch the ad films conceptualised by Lowe Lintas & Partners here

Apr 08, 2015 07:57:00 AM | Video | Campaign India Team Share -

Tanishq has rolled out a set of TVCs conceptualised by Lowe Lintas & Partners. Each of the films features a member of the sales staff from the brand's outlets in Bengaluru, Delhi, Kolkata and Jaipur. The staff member narrates what is billed as a real life customer experience to highlight a value proposition.

With these anecdotes, the brand sends across some key messages. These include the promise of great value (thanks to low making charges starting at 8 per cent), promise of best exchange value, promise of transparency and the promise of purity (with its Karatmeter).

Deepika Tewari, general manager -- marketing, jewellery division, Titan Company, said, “At Tanishq, we believe that our jewellery is about a promise of beautiful relationships. Our campaigns explore the beauty of relationships between a husband and wife, brother and sister, mother and son, father and son. With the new campaign, we are now taking a step further to present another facet of our relationship -- the one that our employees at the stores share with our customers.

“The imperative was to convey our messages in a simple, yet effective manner. The four films cherish the moments of truth, honesty, transparency, passion and best industry practices that makes Tanishq, the most loved and preferred jeweller in the country. Backed by strong consumer understanding, we have also attempted to change the vocabulary in the films so consumers take an informed decision while buying our jewellery.”

Rajesh Ramaswamy, executive creative director, Lowe Lintas, said, “The biggest challenge was to present these rational points interestingly. We drew inspiration from sales staff of Tanishq who are so passionate about the brand and have a lot of stories that cover these rational points in a very interesting and human manner. And of course it was nice that we could manage this in one single take (without a cut).”

Credits:

Client: Tanishq
Creative agency: Lowe Lintas, Bengaluru
National creativedirector : Arun Iyer
Executive creative director: Rajesh Ramaswamy
Unit creative director: Ujjwal Kabra
Creative: Adarsh Atal, Indrasish Mukherjee
Account planning: Phalgun Thiruvasu
Account management: Sudhir Rajasekharan, Bhupender Agarwal, Akhila V, Vishwananth Beliraya, Arunabho Sen
Director: Vivek Kakkad
Producer: Shahzad Bhagwagar
Music: Abhishek Arora
Production house: Curious Films